Once a powerful symbol in Russia, McDonald’s withdraws

May 16, 2022, 1:52 AM | Updated: 2:00 pm
FILE - Hundreds of Muscovites line up outside the first McDonald's restaurant in the Soviet Union o...

FILE - Hundreds of Muscovites line up outside the first McDonald's restaurant in the Soviet Union on its opening day, in Moscow, Wednesday, Jan. 31, 1990. Two months after the Berlin Wall fell, another powerful symbol opened its doors in the middle of Moscow: a gleaming new McDonald’s. It was the first American fast-food restaurant to enter the Soviet Union. But now, McDonald's is temporarily closing its 850 restaurants in Russia in response to the Ukraine invasion. (AP Photo, File)

(AP Photo, File)

Two months after the Berlin Wall fell, another powerful symbol opened its doors in the middle of Moscow: a gleaming new McDonald’s.

It was the first American fast-food restaurant to enter the Soviet Union, reflecting the new political openness of the era. For Vlad Vexler, who as a 9-year-old waited in a two-hour line to enter the restaurant near Moscow’s Pushkin Square on its opening day in January 1990, it was a gateway to the utopia he imagined the West to be.

“We thought that life there was magical and there were no problems,” said Vexler, a political philosopher and author who now lives in London.

So it was all the more poignant for Vexler when McDonald’s announced Monday it will sell its 850 Russian stores and exit the market in response to Russia’s invasion of Ukraine. McDonald’s said it’s the first time in the company’s history that it has left a major market.

“The symbolism of McDonald’s leaving, for me, is really about Russia turning into a direction that is a dead end, a direction that won’t offer anything to Russia and won’t allow Russia to offer anything to the world,” Vexler said.

McDonald’s said it will look for a buyer who will employ its 62,000 Russian workers, and will continue to pay them until a sale is finalized.

McDonald’s entry into the Soviet Union began with a chance meeting. In 1976, McDonald’s loaned some buses to organizers of the 1980 Moscow Olympics who were touring Olympic venues in Montreal, Canada. George Cohon, then the head of McDonald’s in Canada, took the visitors to McDonald’s as part of the tour. That same night, the group began discussing ways to open a McDonald’s in the Soviet Union.

Fourteen years later, after Soviet laws loosened and McDonald’s built relationships with local farmers, the first McDonald’s opened in downtown Moscow. It was a sensation.

On its opening day, the restaurant’s 27 cash registers rang up 30,000 meals. Vexler and his grandmother waited in a line with thousands of others to enter the 700-seat store, entertained by traditional Russian musicians and costumed characters like Mickey Mouse.

“The feeling was, ‘Let’s go and see how Westerners do things better. Let’s go and see what a healthy society has to offer,'” Vexler said.

Vexler saved money for weeks to buy his first McDonald’s meal: a cheeseburger, fries and a Coca-Cola. The food had a “plasticky goodness” he had never experienced before, he said.

Karl Qualls, a history professor at Dickinson College in Carlisle, Pennsylvania, was a student in Moscow shortly after the first McDonald’s opened and used to marvel at the long lines outside.

“It would cost a day’s wages for an average Russian citizen to have a big meal like that. It was a prestige destination,” he said.

Qualls said McDonald’s also helped raise standards for service __ which was notoriously surly __ and food quality in the Soviet Union. McDonald’s set up its own farms and food production facilities and trained staff to smile and welcome guests.

“It was a real transformation,” he said. “It had a reach that’s far beyond the 850 stores that they have today.”

McDonald’s entry into the Soviet Union was so groundbreaking it gave rise to a political theory. The Golden Arches Theory holds that two countries that both have McDonald’s in them won’t go to war, because the presence of a McDonald’s is an indicator of the countries’ level of inter-dependence and their alignment with U.S. laws, said Bernd Kaussler, a political science professor at James Madison University in Harrisonburg, Virginia.

That theory held until 2014, when Russia annexed Crimea, Kaussler said.

Now, those arches are coming down in Russia. McDonald’s said it’s removing signage and won’t allow the potential buyer to serve its menu. McDonald’s said it will keep its trademarks in Russia and will take steps to enforce them if necessary.

Vexler said many Russians __ fed by government propaganda __ believe Western companies won’t really leave, or will reopen as soon as there’s a ceasefire. It will take some time, he says, for the realization of Russia’s isolation to sink in.

“At the moment, there is a lot of denial. And a feeling of helplessness, that if one were to oppose the war, there is nowhere constructive to take that opinion,” he said.

Still, Vexler says he is optimistic that younger Russians won’t accept isolation from the West and its economic consequences.

In a letter to employees Monday, McDonald’s President and CEO Chris Kempczinski left open the possibility that McDonald’s might be back someday.

“It’s impossible to predict what the future may hold, but I choose to end my message with the same spirit that brought McDonald’s to Russia in the first place: hope,” he said. “Thus, let us not end by saying, ‘Goodbye.’ Instead, let us say as they do in Russian: Until we meet again.”

Copyright © The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

AP

Associated Press

Official: Gas leaks around 1/3 of Denmark’s CO2 emissions

COPENHAGEN, Denmark (AP) — A Danish official says the Nord Stream gas leaks in the Baltic Sea could emit the equivalent of one third of Denmark’s total annual greenhouse gas emissions. Kristoffer Böttzauw, head of the Danish Energy Agency, said Wednesday that the emissions from the three gas leaks on the Nord Stream 1 and […]
1 day ago
Associated Press

School bus, semi collision in Nebraska injures 11 children

CHAMPION, Neb. (AP) — A semitrailer truck collided with a school bus in southwestern Nebraska, injuring eleven children and the two drivers, officials said. The crash happened around 4 p.m. Tuesday on a rural highway near Champion when a bus dropping off children from school turned left in front of a semi loaded with grain, […]
1 day ago
This illustration provided by Heming Zhang in September 2022 depicts some of the fossil fish, more ...
Associated Press

Fish fossil catch from China includes oldest teeth ever

NEW YORK (AP) — A big catch of fish fossils in southern China includes the oldest teeth ever found — and may help scientists learn how our aquatic ancestors got their bite. The finds offer new clues about a key period of evolution that’s been hard to flesh out because until now scientists haven’t found […]
1 day ago
Thomas Caldwell of Berryville, Va., a defendant charged with seditious conspiracy in one of the mos...
Associated Press

EXPLAINER: Rare sedition charge at center of Jan. 6 trial

WASHINGTON (AP) — The founder of the Oath Keepers and four associates are on trial in the Capitol attack on charges that include seditious conspiracy — a rarely used Civil War-era accusation that strikes to the heart of what prosecutors say happened that day. Stewart Rhodes and his followers are the first Jan. 6 defendants […]
1 day ago
President Joe Biden speaks during the White House Conference on Hunger, Nutrition, and Health, at t...
Associated Press

Biden to oil industry: Don’t raise prices as hurricane nears

WASHINGTON (AP) — President Joe Biden on Wednesday warned oil and gas companies against increasing prices for consumers as Hurricane Ian neared landfall along Florida’s southwest coast. “Do not, let me repeat, do not use this as an excuse to raise gasoline prices or gouge the American people,” Biden said at the start of a […]
1 day ago
Associated Press

14 guards indicted on misconduct charges at women’s prison

TRENTON, N.J. (AP) — A New Jersey grand jury has indicted 14 corrections officers on charges stemming from what authorities said was a brutal attack in 2021 on inmates at the state’s only prison for women. The grand jury handed up the indictments after a more than yearlong investigation into the events at the Edna […]
1 day ago

Sponsored Articles

Anacortes Christmas Tree...

Come one, come all! Food, Drink, and Coastal Christmas – Anacortes has it all!

Come celebrate Anacortes’ 11th annual Bier on the Pier! Bier on the Pier takes place on October 7th and 8th and features local ciders, food trucks and live music - not to mention the beautiful views of the Guemes Channel and backdrop of downtown Anacortes.
Swedish Cyberknife Treatment...

The revolutionary treatment of Swedish CyberKnife provides better quality of life for majority of patients

There are a wide variety of treatments options available for men with prostate cancer. One of the most technologically advanced treatment options in the Pacific Northwest is Stereotactic Body Radiation Therapy using the CyberKnife platform at Swedish Medical Center.
Work at Zum Services...

Seattle Public Schools announces three-year contract with Zum

Seattle Public Schools just announced a three-year contract with a brand-new company to the Pacific Northwest to assist with their student transportation: Zum.
Swedish Cyberknife 900x506...

June is Men’s Health Month: Here’s Why It’s Important To Speak About Your Health

According to the Centers for Disease Control and Prevention, men in the United States, on average, die five years earlier than women.
...

Anacortes – A Must Visit Summertime Destination

While Anacortes is certainly on the way to the San Juan Islands (SJI), it is not just a destination to get to the ferry… Anacortes is a destination in and of itself!
...

Ready for your 2022 Alaskan Adventure with Celebrity Cruises?

Celebrity Cruises SPONSORED — A round-trip Alaska cruise from Seattle is an amazing treat for you and a loved one. Not only are you able to see and explore some of the most incredible and visually appealing natural sights on the planet, but you’re also able to relax and re-energize while aboard a luxury cruise […]
Once a powerful symbol in Russia, McDonald’s withdraws